Dear readers, 

As I mentioned last week, applications for the Reforge Spring 2020 programs are now open.

Apply to Reforge (Takes ~5 minutes)

I’ve worked closely with Brian Balfour (former VP Growth at HubSpot, now CEO at Reforge) to develop and host Reforge programs. Here’s what you can expect from Reforge: 

• Actionable for today. You'll spend time applying every lesson directly to challenges in your company. Examples and case studies all come from today’s fastest-growing tech companies.

• Results over credentials. Reforge programs give you the tools to do your current job better, not a certificate that helps you to get a job.

• Deep and Rigorous. Years worth of growth experience at top companies are packed into every 6-week Reforge program.

I wanted to answer the most common questions I get about Reforge programs. 

First, you do not have to be in the Bay Area to participate. All the lecture material is online, accessible from anywhere, and the weekly events are offered both in-person (in SF) and live-streaming (via Zoom). Both in-person and online events are structured the same. 

Second, expect to invest 4-8 hours a week, for six weeks, on Reforge. You don’t have to take time out of work, but we do believe you’ll get out what you put in. You’ll spend 2 - 4 hours on the core material, and another 2 - 4 hours on the events and bonus material. 

Other FAQs about Reforge are answered here. 

Apply to Reforge

Here’s what James McNiece from Dropbox had to say regarding his Reforge experience: 

“In my 10+ years in tech, I’ve never come across another resource that connected the dots between topics better. Not only did I learn some new ways of thinking, I came away with better frameworks for organizing what I already knew.” 

You can read more reviews from Reforge Alumni here.

Spring programs run from March 23rd - May 8th, 2020. Here’s the line-up: 

• Experimentation + Testing Deep Dive goes far beyond A/B tests. It examines creating a “culture of experimentation” and how to run a high-velocity system that generates more winning tests. Take this one if you already have solid experience in growth and want to build a world-class experimentation system. Apply

• Monetization + Pricing Deep Dive provides a system for measuring, testing, and driving revenue increases at your company. Take this course to learn how to develop monetization strategies, how to get buy-in, and what systems to implement to drive ongoing revenue growth. Apply

• Growth Series provides an overview of all the major topics in growth. The program covers everything from retention and engagement, to acquisition loops and user psychology. If you want a broad understanding of growth, then I’d suggest the Growth Series. Apply

• Retention + Engagement Deep Dive is a detailed exploration of everything specific to retention. You’ll breakdown the elements of retention (activation, engagement, churn, and resurrection) and cover the strategies to improve each component. If you currently own an engagement or retention metric, this is the program for you. Apply

• Advanced Growth Strategy explores many growth strategies and teaches a system for creating compounding growth. You'll break down your company’s current growth loops, identify their constraints, and select methods to unlock new growth. It’s recommended for emerging leaders on a Director or VP career track. Apply

If you’re thinking of applying, but still have questions I’ve added more program details below. You can also email the Reforge team at hello@reforge.com and they’d be happy to assist you. 

Apply to Reforge (Takes ~5 minutes)

Thanks! 

Andrew 

Programs FAQ: What you’ll learn, program outlines, who should apply. 

Experimentation + Testing Deep Dive

Experimentation + Testing Deep Dive assumes that you have basic knowledge of A/B tests and have run at least some (if you haven’t that’s okay). But there is a huge difference between running ad hoc A/B tests and installing a robust process that starts with strategy, gets buy-in from stakeholders, prioritizes efforts, correctly analyzes results, and communicates learnings. Fareed Mosavat co-hosts and will discuss how he implemented the testing system at Slack. 

Program outline 

• The Role of Experimentation

• Experimentation Strategy

• The Science of Testing

• Conducting Tests Part 1: Scope to Launch

• Conducting Tests Part 2: Launch to Results

• Acting on Test Results

• Managing an Experimentation Process

Who should apply

Experimentation + Testing Deep Dive is designed for Product Managers, Marketers, Designers, and Engineering Managers working on Growth in both B2B and B2C companies who want to become experts at experimentation. Data Scientists and Analytics professionals will benefit from better understanding how experimentation strategies operate within organizations and across teams.

Apply to the Experimentation + Testing Deep Dive

Monetization + Pricing Deep Dive

Monetization + Pricing Deep Dive provides a toolkit to analyze monetization so you’ll know when to shift strategies. You’ll have frameworks to identify, prioritize, and test pricing optimizations. And you’ll know what systems and processes to put in place to drive ongoing revenue growth. Elena Verna co-hosts and brings over a decade of experience in monetization, pricing, and revenue growth to Reforge.

Program Outline

• Understanding Monetization Inputs and Constraints

• Measuring Monetization

• Analyzing and Optimizing Monetization

• Monetization Strategy I - Pricing

• Monetization Strategy II - Model Shifts

• Implementing Monetization Strategies

Who should apply

Monetization + Pricing Deep Dive is designed for people in Product Management, Product Marketing, Finance, Design, and Business Operations who are actively working on monetization improvements. 

Apply to the Monetization + Pricing Deep Dive

The Growth Series

The Growth Series teaches the core elements of growth from acquisition and retention to user psychology and habit formation. This course does not cover tips, tricks, hacks, or tactics. Instead, it teaches proven, actionable frameworks from category-defining companies, so you can build a powerful growth engine for your company. Bangaly Kaba, former Head of Growth at Instagram, co-hosts.

Program Outline

• Retention + Engagement

• Acquisition Strategy

• Monetization

• Growth Models

• User Psychology

• Experiments

Who should apply

The Growth Series is designed for practitioners who already know the basics of growth and are ready to take on the bigger challenge of thinking about the entire picture to form a coherent and compelling strategy. We recommend the Growth Series for individual contributors and those working directly in Growth for the first time.

Apply to the Growth Series

Retention + Engagement Deep Dive

Retention + Engagement Deep Dive zooms in on one of the most important sub-topics of growth. Retention and engagement separates those companies in the top 1% of their category. Every improvement in retention improves acquisition, monetization, and virality. You’ll cover retention, activation, engagement, resurrection, and learn detailed, applicable strategies at every phase. Bangaly Kaba, former Head of Growth at Instagram, co-hosts.

Program outline

• Why retention is hard and getting harder

• Activation: Defining, Measuring, and Analyzing

• Activation Strategies

• Engagement: Defining, Measuring, and Analyzing

• Engagement Strategies

• Churn + Resurrection

Who should apply

Retention + Engagement Deep Dive is designed for growth practitioners who spend any time working on Activation, Retention Engagement, Churn Prevention or Resurrection. Past participants in Product Manager roles in particular have said this was essential for PMs and is the most applicable Reforge program yet.

Apply for the Retention + Engagement Deep Dive

About Advanced Growth Strategy

Advanced Growth Strategy focuses on creating growth that's compounding, focused, and adaptable. You'll break down your current growth loops, identify the constraints on growth, and select methods to unlock those growth loops. You'll learn to communicate, implement, and evolve this strategy over time, giving your business "growth tailwinds." Co-hosted by Fareed Mosavat, former Director of Growth @ Slack.

Program Outline

• Different Types of Growth Loops

• Understanding Your Current Growth Model

• Identifying Constraints and Points of Leverage

• Growth Loop Improvement Methods

• Implementing Your Growth Strategy

• Learning and Evolving

Who should apply

Advanced Growth Strategy is best suited for roles involved in defining and influencing the growth strategy of the company. That typically includes Sr PM to VP Product, Sr Marketer to VP Marketing, and others (strategy leads, engineers, executives, etc.) working on growth initiatives. Participants with at least 5 years of work experience and/or at least 3 years working on growth initiatives will get the most out of the program.

Apply for the Advanced Growth Strategy program

How to Apply

Every application is manually reviewed to make sure each participant is a good fit for their program. The application process is simple, and should only take a few minutes. The deadline to apply is February 21st. Apply to Reforge